Consider linking your Google listings to the most relevant or authoritative page for better ranking.
When adding a website URL to your Google listings it is important to consider what are you trying to link to. The content on the URL you link to is important and impacts ranking in the local results. For a majority of businesses, it makes sense to link to your homepage since that URL has the most authority, backlinks, and relevance.
Please be aware that changing the URL of your Landing page associated with a Google Business Profile listing can impact your local rankings. This is primarily due to Google's algorithm examining both the content of the landing page and the link authority on the URL you choose. It is important to consider that the landing page of your business is as important to your local rank, along with your business name, relevant categories address and reviews on your listing.
However, for some businesses that have built out location specific landing pages, it is worth linking them to the relevant Google Business Listing. This can help optimize your listings and provide better results for local searches. This would also be applicable for businesses that have multiple departments under a single address like a grocery store that has a pharmacy attached. If they all link to the same generic homepage and not the specific department page, clients may not complete their user journey and click out.
The goal is always to provide better results for new and existing clients. If you are still unsure what is the best URL option to link your Google Business Profile listings, we recommend selecting whatever page ranks the strongest organically.